As the digital and physical aspects of marketing continue to merge, viewing content as a strategic asset is more important than ever before. The Paid, Owned and Earned strategies that brands now use to take their products to market have never been more complex, nuanced and difficult to manage. Thus, it makes sense that they are even more difficult to measure.

This whitepaper is for marketers who are ready to stop viewing content consumption in hindsight, and start creating strategies with the core focus of content performance measurement. Look inside to learn how to measure and act on real-time content performance to deliver success towards your customer’s goal - by providing relevant information at every stage of their journey - and business goals - by increasing engagement and opening the sales funnel.

Rather than simply 'managing' or 'publishing' content in a format that visitors can browse, the web CMS becomes an intelligent tool, that offers actionable insight on content performance. Marketers can use this information to optimize and evolve content before the audience member raises his hand to identify himself.

Tjeerd Brenninkmeijer, Co-Founder and CMO at Hippo

Content is no longer managed - it performs

Agility arises from real-time insight and feedback

Content strategy is central to end-to-end digital experiences